The COVID-19 pandemic has forced brands to postpone or cancel in-person events for the foreseeable future, so marketers are adapting their experiential strategy to connect with people in self-isolation. “Pivoting” is the buzzword experts have pushed the past few weeks, and brands are beginning to show what that means with stunts and digital experiences that…
As brands continue pivoting to virtual experiences due to the COVID-19 pandemic, Global Citizen and Pepsi have partnered to produce a one-night, international livestreamed event to highlight healthcare workers and amplify the efforts of organizations providing aid those impacted by the crisis. Global Citizen, an international advocacy platform dedicated to ending extreme poverty by 2030,…
Experiential marketing pros are hopeful physical events will bounce back in a post-COVID-19 world, and many anticipate Q3 and Q4 of 2020 will be the moment for a resurgence. Organizers of advertising festival Cannes Lions and music festival Coachella share this mindset, as they postponed the events until October rather than canceling them outright. However,…
The Fader was one of many brands to drop out of SXSW days before the host city of Austin, Texas canceled the event due to public health concerns over COVID-19. The decision was heartbreaking for the music magazine, which had to scrap plans for Fader Fort, its annual multi-day concert experience showcasing local and emerging…
With COVID-19 bringing in-person experiences to a halt, experiential marketing pros are now focused on developing solutions for how the industry can pivot their strategies now and prepare for the future. While pushing out ideas on social media or company blogs can be effective, two companies in the experiential space have launched a platform specifically…
Ashley Lawrence, a digital marketing professional in the live music and festival space, was slated to start her new job as a marketing project manager for a Live Nation-affiliated festival two weeks ago. That same week, coronavirus cancellations and the world’s move to self isolation caused Live Nation’s stock to drop, dramatically. “My offer is…
There is plenty of uncertainty during the coronavirus pandemic, but one thing is very certain: Live experiences that require physical interaction won’t be an option for brands and marketers in the foreseeable future. The outbreak of COVID-19, the disease caused by the pathogen coronavirus, has killed more than 6,500 people globally. To help reduce the…
Luxury fashion and beauty brands don’t often dabble in hosting consumer pop-ups. But when they do, you can expect them to go big with the scale and creativity of the experience. Gucci’s cosmetics line Gucci Beauty recently held its first-ever consumer pop-up to celebrate the launch of its new mascara, Gucci Mascara L’Obscur. In partnership…
AUSTIN, Texas–It’s Friday, March 13. Today, Austin would have kicked off South by Southwest. Instead, the city is scrambling. Austin, the self-proclaimed “live music capital of the world,” is a booming tech city whose economy has come to rely on the visitors and revenue from the annual event. Last year, SXSW’s conglomeration of festivals brought…
For the first time in South by Southwest’s 34-year history, its host city of Austin, Texas canceled the cultural festival as the coronavirus–the pathogen that causes the illness COVID-19–threatens to become a pandemic. The festival, which was slated for March 13-22, provides an outlet for brands to reveal some of their buzziest experiences of the…
American Express is encouraging colleagues to show their appreciation for each other with a new B2B marketing campaign backed by actress Taraji P. Henson. The financial services company has debuted #ExpressThanks, a campaign inviting employers and their employees to share messages of appreciation on social media and in person. The brand timed the campaign launch…
Since Aerie launched its #AerieReal campaign in 2014, the lingerie and lifestyle brand has aimed to promote women’s empowerment and body positivity through efforts like not retouching ads, casting models with disabilities and illnesses, and leveraging celebrity and influencer ambassadors known as Aerie Role Models. The American Eagle-owned brand’s platform has grown to have 13…
Court Crandall is a positive person. He also an advertising legend and Hollywood storyteller with one infectious idea after the next. Crandall’s latest idea, The Positivity Magnet, is an interactive installation that helps draw positive thoughts and emotions from the people who encounter it. It’s like a waterless wishing well, but with wishes that others […]
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In a post-Brexit world, The Guardian has directed European readers to its international magazine in explosive fashion–by encouraging them to literally break glass to read a copy. The U.K.-based news organization launched an out-of-home campaign in Berlin this week, with posters that depict shattered boxes containing print issues of the Guardian Weekly. As a kickoff…
Mercedes-Benz Canada has engaged consumers IRL with winter off-roading excursions and a small-scale concert series before, but the automaker recently combined both programs to launch a new, explicitly Canadian experience designed to boost brand awareness. The brand in January held its first #MBOwnsTheIce event, which invited Canadian journalists and influencers to participate in winter-themed activities…
While European countries tend to offer better work-life balance than the U.S., Stella Artois wants Americans to know it’s OK to take more breaks from the daily hustle. Timed to Valentine’s Day, the Anheuser-Busch brand has launched “The Life Artois,” a U.S. campaign that encourages consumers to take more time to savor life with partners,…
As brands launch Valentine’s Day-themed campaigns, a select few are celebrating the alternative: Galentine’s Day. What began as a faux holiday invented by Parks and Recreation’s Leslie Knope (Amy Poehler) in 2010 has become a popular go-to event for companies trying to reach more consumers. The unofficial holiday falls on Feb. 13, the day before…
With the outbreak of coronavirus mounting into a global health emergency, international conferences could see major impacts on attendance and programming. Mobile World Congress in Barcelona became the first major conference casualty of fears around the respiratory virus when organizers announced today that it would be canceled after more than two dozen companies backed out….
What do you do when your home is getting renovated? Rent the place next door and have fun with a pop-up. That’s what Tiffany & Co. is doing as its flagship store in New York undergoes a two-year renovation. The Flagship Next Door allows the brand to reinvent the old Niketown space and experiment with…
As a longtime sponsor of the NFL, FIFA and the Olympics, Visa has experience engaging consumers and clients around major sports events. Now, the financial services company is creating dynamic activations on the runway. Visa has focused on expanding its footprint in fashion since it became the first official payment technology partner of New York…
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